here’s another example of why you have to give people what they want, not what YOU think/believe they should have.
The core point of this case-study is this:
if you don’t get that initial ‘attention’, it doesn’t really matter what happens afterwards.
In older versions of their ads, you saw the founder of Mentorbox speak to the camera, sitting next to a big pile of books, suggesting that other CEOs are reading lots of books, and that I should do so too.
The new version now uses something that’s much more on people’s minds, as in: they are aware, and hence pay attention.